Samsung wanted its corporate social responsibility programme to create meaningful, lasting impact rather than another awareness campaign. As Creative and Art Director, I developed a participation-led platform that empowered people to create accessible audiobooks for blind children, transforming passive support into active contribution.
Good intentions rarely change lives. Participation does.
Many people wanted to support blind children but didn't know how to contribute in a meaningful way. Traditional CSR campaigns often generated awareness and donations, yet left audiences as spectators rather than participants. The challenge was to remove the barriers to helping and create a programme where anyone could make a genuine difference through their own time and voice.
Moved the work away from surface-level execution and towards the tension that needed solving.
Created a system the team could use across touchpoints, rather than a one-off campaign idea.
Connected strategy, copy, design and implementation into a launch-ready body of work.
Ensured the result could live beyond the first launch and keep creating value.
Rather than asking audiences to donate, we invited them to become part of the solution. The campaign enabled volunteers to record individual pages of children's books, combining thousands of personal contributions into complete audiobooks for blind children. By reducing participation to a simple, achievable action, helping became accessible, rewarding and infinitely scalable.
People who had never previously engaged with a CSR initiative could make a meaningful contribution using nothing more than their own voice.
Individual recordings were brought together to produce complete audiobooks, demonstrating how collective participation could achieve something no single volunteer could accomplish alone.
The initiative received widespread industry recognition, including multiple international awards, validating both the strategic idea and its social impact.
David's creative ideas resulted in tremendous success in Samsung Corporate Projects. He would turn on his great creative mind right from the start of the brief, and this would continue to the end of the project. He was born to create wonders.
Lida MosadeghHead of Corporate Marketing & Comms, Samsung
Helping organisations, teams and brands grow through clear, purposeful creativity.
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